Win, Win, Win! Marketing Strategies for Animal Rescues, Shelters and Bloggers

Win, Win, Win! Marketing Strategies for Animal Rescues, Shelters and Bloggers


“Key Marketing Strategies for Animal Rescues, Shelters, and Bloggers”

Kim Clune

BarkWorld Expo is a friendly and supportive social media marketing conference for the pet industry and pet enthusiasts alike. While fresh, fun pet products were on display last October, plenty of people discussed how rescues, shelters and bloggers greatly benefit animal rescue and welfare every day.

I was honored with an invitation to speak, and my session, The Social Good: Marketing Strategies for Animal Welfare Advocates, aimed to bridge all parties by sharing my real-life experiences with global and local advocacy.

I began as a hobbyist pet blogger, like many of you, looking for ways to make my corner of the internet useful for animals in need. I’ve since experienced wonderful successes as co-founder of Be the Change for Animals, an international animal advocacy site, and Dog House Adoptions, a local rescue.

I am still a blogger who works to help organizations. And now my websites have become organizations that work with bloggers. I’ve learned through a ton of trial and a healthy share of error that, together, we can be a powerful and amplified means for persuasive, life-saving storytelling – once we learn where our pieces fit together.

And our animals’ stories don’t have to be limited by the boundaries of our own small towns. Local rescue efforts can often be funded by people around the globe… if your story packs up nicely and travels well. That’s the beauty of social media.

Below, you’ll find a video of my presentation, slides, notes, and a PDF of online resources. If you’re new to online advocacy work, or want to get involved as a blogger, these tips will get you started. If you’re a seasoned veteran, this material may offer fresh inspiration.

The Social Good: Marketing Strategies for Animal Welfare Advocatees

Session sponsored by: Iams


  • Ignite your creativity and excite your audience!
  • Spark connections with folks who can help, at home and even abroad.
  • Stock your toolbox with free resources to manage your campaign and increase its reach.

Session Notes

  • Download the PDF.
    Included is my session outline and 2 pages of helpful online resource links.


Note: Please pardon the faint sound, the fact that they put li’l ol’ me in this giant conference room where everybody sat at the back, and that I actually cried while talking about one of our awesome rescue dogs. Someday, I will get better at this.


For Prezi impaired devices, visit Slideshare for a copy.

Cheers to your success. I hope your animal cause gains gobs of support through social media!

Halloween Dog Dream or Real Life Nightmare? #BarkWorld

Halloween Dog Dream or Real Life Nightmare? #BarkWorld

Halloween dog: Emmett Dreams

Our Halloween dog’s body rocked and whimpered as  nightmarish, dirt-nap  fantasies tortured his brain. Vultures circled his limp shell as he screamed “I’m not dead yet!” in a horrific howl that no one but he could hear. Circling closer, the big, black birds screeched the deathly sound of hunting Pterodactyls.

Was it all a dream – or a real life nightmare?

Emmett clearly should have come to BarkWorld Expo, where Halloween is fun, not frightening.

Wet-nosed friends dressed their best for the HOWL-O-Ween Charity Pawty sponsored by The Atlanta Dog Spa. Featured judges were Rick Tamargo from Haute or Not Pets, Brett Chisholm of Life + Dog Magazine, Ed Sayers of the ASPCA, and Kat Smith from Petco.

Here’s one happy little spectator…

Happy Dog

For fabulous photos of furry contestants in costume, visit the Atlanta Dog Spa Facebook Album and My Favorite Pup Jasmine.

Donning our biggest, baddest, badass look as Be the Change for Animals‘ Little Red Riding Hoods, our motto was:

“Save a wolf. Eat Me.”

Little Red Riding Hoods - BarkWorld

L to R: Amy & Buster (, me, & Kristine Tonks (Rescued Insanity)

Happy Halloween!

BarkWorld Expo, Here I come! So Should YOU!

BarkWorld Expo, Here I come! So Should YOU!

BarkWorld Expo 2012

Hotel’s booked.
Flights confirmed.
I’m off to BarkWorld Expo in Atlanta in October!

You’re coming too, right?
Think fast for the best deal.
The $129.00 early rate expires August 18th.


Get details here! Your flight, hotel for 3 nights, transportation, and conference pass for you and your dog could be covered by Iams. Just write a 250 word blog – or submit a video – about why you want to attend! Contest ends August 17th.


Learn what’s possible on the web as it relates to you, your pet and your business at The National Pet Social Media Conference – BarkWorld Expo. Be inspired, network and elevate your social “petworking” skills. Whether you’re an average pet owner or a blogger, you’ll be amazed with the information you’ll walk away with, including a roadmap for business you can put into effect immediately.

Established in 2009, the BarkWorld Conference & Expo is the only pet social media conference covering social media, lifestyle and technology as it relates to pet owners and businesses. The 2012 annual conference will focus on many topics, including: photography, podcasting, blog & monetization, mobile applications and technology startups.

Innovative ways to use social media in the animal niche abound! Joining more than 300 pet-loving bloggers and social media pet-repreneurs, the social media geek in me is eager to hear Keynotes from the fine folks behind Twitter, the ASPCA, and the HBO Documentary Madonna of the Mills. And then there are the …

Pet Lifestyle and Social Media Sessions:
  •  What’s Super Healthy & Has 6 Leg
  • Agility, Your Dog & Social Media
  • Digital Scrapbooking for Pet Lovers
  • From Modern Cat to Dog Milk; Inspiration for the Stay-at-Home Pet
  • Google+, Pinterest


I’ll be speaking, too, about ways to build online relationships to benefit a cause and the tools that make that possible. Explor ways to use social media for social good! Have questions on that? Comment below and I’ll incorporate answers into my presentation (sponsored by Iams).

And, when I’m not making delectable, healthy pet treats for you from The Honest Kitchen on the Expo floor, I’ll be hitting up many of the fun and unique features this conference has to offer. There are plenty of sessions to get you started if you’re new to social media and blogging and there’s plenty for those already in the know who want to learn more.


  • Speed Dating for brands & bloggers – back with new brands!
  • Advance workshops & sessions
  • A special Sunday tour of the Georgia Aquarium for 10 social influencers
  • Interactive Game: How Much is Your Tweet Worth?


  • Dog Yoga & Morning Stretches With Your Dog
  • A Charity HOWL-O-Ween Costume Party & Contest with Celebrity Judges, a Photo Booth, Red Carpet, & Prizes
  • Themed Block Parties with brands like: Iams, Eukanuba,, Nutrish, and Petco
  • Cooking demonstrations from The Honest Kitchen
  • Scavenger Hunt for Prizes, like an Apple iPad, The Sims Pets video game, Petco Gift Cards, pet-related books, & more!



Sparkling Sardines: Pet Treats to Beat Heat & Itch!

Sparkling Sardines: Pet Treats to Beat Heat & Itch!

Sparkling Sardines

Pet Food Network StarsWhen Amy Burkert from dropped by to freeload for a month*, competitive shows from the Food Network dominated our television. Deciding to finally put Amy to work, I used her obsession to my advantage. The end result? We became Petfood Network Stars in our very own show minds.

Now, I’m no cook – for myself or my pets – which is why I feed the animals from The Honest Kitchen. I just add warm water and easily serve up a healthy meal. It smells so good, I’m sometimes tempted to serve it for dinner. It is human grade, after all. Still, Amy inspired me to get creative with her.

Check out our easy summertime treat to beat the heat and soothe environmental itch for cats and dogs! We call it…

Sparkle from The Honest Kitchen



Sparkle Herbal Supplement
The Honest Kitchen

Sparkle is an herbal nutritional supplement made with Dandelion Leaf, Rosehips, Burdock Root, Nettle Leaf, and Nutritional Yeast. It is designed to support healthy skin and a shiny coat for both dogs and cats.

We are encouraged that customers of The Honest Kitchen have remarked on it’s anti-inflammatory qualities. That’s the kind of relief our dogs need too.

Through July, save 20% off The Honest Kitchen! It’s their 10th birthday!

Pizza Bites from

Pizza Bites

Pizza Bites are great for dogs with allergies because they contain no wheat, corn or soy and they are made with with all natural, human quality ingredients & baked in small batches at a human grade kitchen in the USA.

Added Bonus

Both companies offer all-natural, human grade, hormone and antibiotic free pet foods. Amy and I don’t even feed ourselves as well as we do our pets. (Just watch us lick artificially colored and flavored orange goo from every one of our fingers after devouring a bag of cheese curls.)


As our video demonstrates, the animals formed some pretty strong opinions about our mad cooking skillz. These Pet Food Network Stars made the cut… for now.


Cook up more pet treats with us in person at BarkWorld Expo, the national social petworking™ conference taking place in Atlanta from October 25-27, 2012. We’ll be making special concoctions for you and your pet’s delight every day. The big mystery: Will we ever graduate to using an oven? Be there to find out!


Enter the Iams Home 4 the Holidays “How I Can Help Pet Adoption” contest by posting a compelling blog post (or YouTube video) about why pet adoption is important to you and how you will utilize what you learn at BarkWorld 2012 to help get more pets adopted. Promote it to your social media community as well as include the link to the post/video in our comment section below.  The more you post and promote the more chances you have to win! Learn more!


* Amy, her husband Rod, and their two dogs didn’t mean to freeload in our basement for a month. Their intent was to freeload in our driveway for a week… until a faulty outlet installation set their Winnebago on fire. We were trying to be accommodating hosts, installing a means for air conditioning in their year-round mobile home. And we really were accommodating hosts… for an additional three weeks during repair.


Amy and I are proud participants in The Honest Kitchen’s Allies Program. I joined because, after dangerous recalls and increased deception about what constitutes “healthy” food in the pet food industry, I finally found a human grade, socially and environmentally conscious dog food company that I can trust my dogs’ life with. While I do receive samples and a discount through the program, I tell everybody I know about The Honest Kitchen because – bottom line – I want them to feel as good about what they feed their dogs as I do.

Bark4Green provides Pizza Bites for the dogs at GoPetFriendly and they also donate them to Dog House Adoptions, a rescue that I co-founded. We feed these treats in abundance because they really are that good! No really. Smell them. They smell awesome and the dogs go nuts for them.


Photos from BlogPaws 2011, the Pet Bloggers’ Conference

Braving an earthquake and hurricane to attend BlogPaws 2011 in Vienna, Virginia, this third pet bloggers’ conference was a huge success despite natural disasters! Still catching up after such a terrific time, these are photos from the conference and a trip to the DC monuments with blogging friends. We weren’t “stranded” at Blogpaws due to the storm. That has such a negative connotation. I prefere to think of our extra time together as a pleasant extension.

ACES Pet Rescue Workshop at BlogPaws 2011

ACES Pet Rescue Workshop at BlogPaws 2011

Precious PetsThere are few resources available to teach the art of marketing when it comes to rescued pets. The stories of these animals must be cast far and wide to capture the attention of that perfect, caring family. Not only is this important for that individual pet but, as a whole, rescue pets deserve a shift public perception. This requires us to illuminate the value of their beautiful lives, educating about their tremendous capacity for unconditional love.


Animal welfare advocates from around the world make the pilgrimage to the Helen Woodward Animal Center (HWAC) in Rancho Santa Fe, California. There, they learn “The Business of Saving Lives” from Mike Arms, HWAC’s president and CEO. Mike is responsible for saving more pets than any other.

HWAC’s free, 3-day program, Animal Center Education Services (ACES), offers training about all areas of effective pet rescue management, providing invaluable insight about pet adoption, volunteer management, education, pet therapies, fundraising.

Mike Arms   Krissie Newman   Angela Morris and Asanya

“Blogger Edition”
BlogPaws 2011

Sponsored by Iams and Eukenuba

On August 25th, Mike broke ACES down into a bite-sized piece with a focus on marketing and took this “blogger edition” on the road to BlogPaws 2011, the 3rd pet blogging conference in Vienna Virginia. He invited two friends along: Krissie Newman, co-founder of the Ryan Newman Foundation, and Angela Morris, Coordinator of P&G Pet Care’s Office for Animal Welfare.

Together, Mike, Krissie, and Angela outlined ways to increase adoptions and lower euthanasia through tried-and-true techniques that improve fundraising skills, education concepts, volunteer management, public relations, and marketing efforts.

Below are just a few points each made. You’ll soon be able to access a polished series (likely next week) at If you work in rescue in any capacity, mine through the ideas presented here. Each is so worthwhile.




Having attended ACES in Rancho Santa Fe and at the BlogPaws session, I recommend learning from Mike in any way, shape or form you can. He is truly an inspiration, to which Krissy and Angela (and I) can attest.